Hey Bill --Hey Bill -- Coach K said our uniforms Coach K said our uniforms

were cleaner than theirs, were cleaner than theirs, thanks to youthanks to youand and VIZIRVIZIR..

Thanks, man!Thanks, man!

VIZIR: It works harderVIZIR: It works harderwhen you work harder.when you work harder.

VIZIR and the 1998 NCAA TournamentVIZIR and the 1998 NCAA Tournament

I have NO PROBLEMtaking a sack …

I’ll just use VIZIRVIZIRafter the game.

Mr. Clean…Mr. Clean…

OK, I’m out of OK, I’m out of VizirVizir. So, I’ve got . So, I’ve got

to keep these sweatyto keep these sweaty Vols off my cleanVols off my clean

uniform.uniform.

PROCTER & GAMBLE:PROCTER & GAMBLE:Vizir as First Euro-brand?Vizir as First Euro-brand?

P&G Multidomestic StrategyP&G Multidomestic Strategy

UK

GermanyFrance

Italy

Neth.

P&G Vizir: Is this a global industry?P&G Vizir: Is this a global industry?

Market Drivers Cost Drivers Competitive Drivers Government Drivers Other factors??

International Strategy:International Strategy:Managing Dual PressuresManaging Dual Pressures

Pre

ssu

res

for

Glo

bal

Eff

icie

ncy

Pressures for Local Responsiveness

High

Low

HighLow

Product Characteristics MapProduct Characteristics MapHigh Washing Temp

FabricSoftener

BleachAdditives

EnzymaticStain

Removers

Product Characteristics MapProduct Characteristics MapHigh Washing Temp

FabricSoftener

BleachAdditives

EnzymaticStain

Removers

Italy

Spain

ItalyExcludedcountries

P&G “TransEuro” StrategyP&G “TransEuro” Strategy

UK

GermanyFrance

Italy

Neth.

Spain

Zone 1

Zone 2

EpilogueEpilogue

1981: Vizir launched in Germany ONLY– Natl. subsidiaries resisted pressure from HQ– Henkel launched its own HDL next day!!

1982: Vizir launched in Austria, Switz, France, Belgium, Neth.– UK, Italy, and Spain > No Vizir; Not forced to adopt

products– Timing was critical, to preempt Henkel– Invested to increase capacity

EpilogueEpilogue

VIZIR was precursor to “Liquid Tide” in US– Great irony is: P&G’s struggle to develop “Euro-

brand” first found success in another large, integrated market…the U.S.

– The VIZIR experience facilitated learning/cross-fertilization w/in P&G worldwide

– Developed “world-class” technology and product development capabilities worldwide